Web App Autopsy

Slide 1: Web App Autopsy SXSW 2007

Slide 2: PHP 6 months to launch Launched : July 2006 3 Employees

Slide 3: Ruby on Rails 3 months to launch Launched : July 2005 6 Employees

Slide 4: Java 5 months to launch Launched : February 2004 ~30 Employees

Slide 5: regonline .NET 3 years to launch Launched : 1996 50 Employees

Slide 6: Code Line Counts SXSW 2007

Slide 7: HTML HTML : 7,616 Server Side 17% CSS : 5,791 40% CSS 13% Server Side : 17,398 JavaScript : 12,719 JavaScript 29% Total : 43,524

Slide 8: JavaScript HTML : 14,650 HTML 13% 26% CSS : 5,767 Server Side : 28,031 CSS Server Side 10% JavaScript : 7,183 50% Total : 55,631

Slide 9: CSS HTML : 55,000 Server Side 3% CSS : 6,000 70% Server Side : 150,000 HTML 26% JavaScript : 1,800 Total : 212,800 JavaScript 1%

Slide 10: regonline HTML / CSS : 137,327 Server Side 72% Server Side : 395,501 HTML / CSS JavaScript : 16,479 25% Total : 549,307 JavaScript 3%

Slide 11: Line Counts per Business Process SXSW 2007

Slide 12: Marketing Application : 35,380 Billing 5% Billing : 4,979 11% Support Support : 903 2% Application 81% Marketing : 2,262 Total : 43,524

Slide 13: Support Application : 26,703 19% Billing Billing : 17,245 31% Support : 10,570 Application Marketing : 1,113 48% Marketing Total : 55,631 2%

Slide 14: Application Application : 189,550 88% Billing : 3,500 Support : 8,000 Marketing Marketing : 11,750 Support 6% Total : 212,800 4% Billing 2%

Slide 15: regonline Marketing 3% Billing 2%Support Application : 494,377 5% Billing : 10,986 Support : 27,465 Application Marketing : 16,479 90% Total : 549,307

Slide 16: Support Requests SXSW 2007

Slide 17: 12 per day 8 per day 45 per day regonline 234 per day

Slide 18: Freestyle! SXSW 2007

Slide 20: 7,000 invitations sent to potential Beta Testers.

Slide 21: 7,000 invitations sent to potential Beta Testers. Only 3,500 created an account.

Slide 22: 7,000 invitations sent to potential Beta Testers. Only 3,500 created an account. Only 50 of them became customers (and we o ered them half o ).

Slide 23: Ads on Con rmation Page: 10.5% clickthrough

Slide 24: 119,000 visitors to Particletree 3,600 click throughs (3%) 252 created accounts (7%) 2.5 customers (1%)

Slide 26: February 2004 FeedBurner Launch 157 feeds / 175 publishers CUSTOMERS STATS early adopter types hits, item clicks tech bloggers

Slide 27: June 2004 Calculating “Circulation” 3,096 feeds / 2,958 publishers CUSTOMERS STATS early adopter types hits, item clicks tech bloggers circulation

Slide 28: May 2005 Tracking Item Views (“PRO stats”) 56,149 feeds / 43,074 publishers CUSTOMERS STATS early adopter types hits, item clicks tech bloggers circulation item views podcasters blog networks

Slide 29: February 2006 Feed Stats Redesign 219,276 feeds / 142,423 publishers CUSTOMERS STATS early adopter types hits, item clicks tech bloggers subscribers item views podcasters reach, uncommon uses, blog networks downloads commercial publishers

Slide 30: January 2007 Site Stats (née Blogbeat) 552,273 feeds / 329,453 publishers CUSTOMERS STATS early adopter types hits, item clicks tech bloggers subscribers item views podcasters reach, uncommon uses, blog networks downloads visitors, searches, commercial publishers referrers, pages, links entertainment media non-traditional publishers

Slide 31: March 2007 Headline Animator Stats 597,855 feeds / 360,864 publishers CUSTOMERS STATS early adopter types hits, item clicks tech bloggers subscribers item views podcasters reach, uncommon uses, blog networks downloads visitors, searches, commercial publishers referrers, pages, links entertainment media Headline Animator views non-traditional publishers

Slide 32: Feeds Feed Stats Headline Publishers Site Stats Animator Stats 600,000 450,000 views links incoming 300,000 pages visitors downloads uncommon uses reach 150,000 views subscribers clicks hits 0 early adopter types podcasters commercial publishers tech bloggers blog networks entertainment media (Anil Dash, Fred Wilson, (Ask A Ninja, non-traditional publishers Je Veen, Merlin Mann) Diggnation, (USA Today, Reuters, Ge en, Gawker, Marriott, Castrol) Weblogs, Inc.) Feb ‘04 June ‘04 May ‘05 Feb ‘06 Jan ‘07

Slide 33: regonline Powered By Logo 339% increase in click through Video Spokesperson 11% increase in registrations Why Register Online? 6% increase in registrations

Slide 35: Conversions SXSW 2007

Slide 36: Conversion per 100 Visits Free Paid 7.00% 1.00% 11.00% 1.00% 8.00% N/A regonline 1.52% 1.14%

Slide 37: Average Revenue per Customer SXSW 2007

Slide 38: $13.03/month $12.25/month regonline $131/month

Slide 39: Best and Worst Months SXSW 2007

Slide 40: Best Worst Feb Dec Jan Dec Jan/Feb Dec regonline Sept Dec

Slide 41: Thanks!

Slide 42: Get Some @ http://particletree.com/sxsw/autopsy.zip